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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 1-4
1.1 INTRODUCTION 2
1.2 CHARACTERISTICS OF THIS MEDIUM 2
1.3 MARKET-SHARE FINDINGS 3
1.4 GROWTH FACTORS OF MOBILE ADVERTISING 4
CHAPTER 2: DESIGN OF THE STUDY 5-19
2.1 STATEMENT OF PROBLEM 6
2.2 LITERATURE REVIEW 6
2.3 SCOPE OF THE STUDY 8
2.4 OBJECTIVES OF THE STUDY 8
2.5 HYPOTHESIS 8
2.6 METHODOLOGY 9
2.6.1 RESEARCH DESIGN 9
2.6.2. RESEARCH FRAMEWORK 9
2.7 SAMPLING 10
2.8 DATA COLLECTION 11
2.9 DATA ANALYSIS 11
2.10 LIMITATIONS OF THE STUDY 11
2.11 OPERATIONAL DEFINITION 12
CHAPTER 3: INDUSTRY PROFILE 20-36
3.1 INDUSTRY OVERVIEW 21
3.2 M-COMMERCE ENABLING TECHNOLOGIES 22
3.3 OTHER TECHNOLOGIES FOR WIRELESS APPLICATIONS 24
3.4 CLASSIFICATION OF M-COMMERCE SERVICES 29
3.5 GROWTH OF M-COMMERCE SECTOR 31
3.6 IMPEDIMENTS IN MOBILE COMMERCE 33
3.7 M-COMMERCE VALUE CHAIN 34
3.8 SWOT ANALYSIS 36
CHAPTER 4: DATA ANALYSIS 37-56
4.1 DEMOGRAPHIC PROFILE OF RESPONDENTS 38
4.2 SMARTPHONE AND INTERNET USAGE OF RESPONDENTS 39
4.3 MOST FAMILIAR MOBILE ADVERTISEMENT FORMAT 40
4.4 FACTOR ANALYSIS 42
4.5 REGRESSION ANALYSIS 52
CHAPTER 5: FINDINGS, CONCLUSION AND SUGGESTION 57-60
5.1 FINDINGS 58
5.2 CONCLUSION 59
5.3 SUGGESTION 60
LIST OF FIGURES Pg.no
Figure 2.1: Research framework 9
Figure 2.2: WAP advertising 12
Figure 2.3: Floating Ad 13
Figure2.4: Expandable Ad 13
Figure 2.5: Interstitial Ad 14
Figure 2.6: Text messaging 15
Figure 2.7: Multimedia messaging 15
Figure 2.8: Video Ad 16
Figure 2.9: QR Codes 16
Figure 2.10: Location based Ad 17
Figure 2.11: Blue tooth Ad 17
Figure 2.12: Search Ad 18
Figure 2.13: Lock-Screen Ad 18
Figure 2.14: Notification Ad 19
Figure 2.15: Mobile application Ad 19
Figure 3.1: Classification of M-Commerce 29
Figure 4.1: Mobile ad category 40
Figure 4.2: Screen Plot 44
LIST OF TABLES Pg.no
Table 4.1: Demographic Profile 38
Table 4.2: Smartphone and Internet usage of respondents 39
Table 4.3: Mobile ad category 41
Table 4.4: KMO and Bartlett’s Test 42
Table 4.5: Communalities 43
Table 4.6: Total variance explained 44
Table 4.7: Component Matrix 46
Table 4.8: Rotated component matrix 47
Table 4.9: Descriptive Statistics 52
Table 4.10: Correlation 52
Table 4.11: Variables entered or removed 53
Table 4.12: Model Summary 53
Table 4.13: Coefficients 54
Table 4.14: Excluded variables 55
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